INterior design
Show Some Local Color
Nothing quite implies the twin themes of local ties (a big deal for Millennials, in particular) and vision like the art of a homegrown painter or illustrator. McCulley Optix Gallery in Fargo, ND, features works of local artists on its walls on a rotating quarterly basis. “Sometimes they’re our patients, and other times they are people in the community.” The one thing they are all is local.
INVENTORY
A Table for Six
Who says frame selection needs to be a one-on-one interaction? Stacy Daniel-Murphy, owner of Frameology Optical in East Syracuse, NY, designed an 11-foot-long table that seats six, allowing a group of people to help in the selection process. “The table brings customers together for a comfortable process and brings an inviting atmosphere to the space,” she says. “I love when there’s a bunch of us just laughing and having fun. That’s when I realize how much I really do enjoy what I do.”
MARKETING
How Much is That ECP in the Window?
Got an optician who is underutilized? Put him/her to work in one of your window displays as a live mannequin. EyeWearhaus in St Louis, MO, did it to great attention-garnering effect.
SALES TECHNIQUES
Keep ‘Em Coming Back
According to neuroscientists Jaak Panksepp and Robert Sapolsky, the brain rewards us with dopamine not when we get what we want, but when we pursue it. We’re chemically rewarded for maintaining a state of unfulfilment. In evolutionary terms: Restlessness is a better recipe for propagating genes than contentment. What’s this mean for you? The biggest profits come not from fully satisfying your customers, but from making sure they never stop seeking.
SOCIAL MEDIA
Shout It From the…
The Net is no place for modesty, says a column for ECPs on American Express’s Open Forum. “Consider posting anything that will enhance your image or inform.” That means: Your credentials, experience, location, hours and after-hours contact info, articles, volunteer efforts, your blog, and news (e.g., how to properly watch a solar eclipse).
COMMUNITY ENGAGEMENT
Spinderella, Meet Our Patients
To familiarize patients with their new frame polisher, EyeCrave Optics in Watertown, NY, held a “Name the machine contest” on Facebook. The winner, who suggested the name “Spinderella,” won a new pair of frames and shot a video of her restyle. Watch it at invmag.us/101703.
EVENTS
The Feeling is Mutual
Like many of our readers, Invision in Christiansburg, VA, won a local “Best of” award. To keep the joy flowing, it celebrated with a weeklong “How Sweet of You” event. Free cupcakes were laid out with signage citing the award. “This was an expression of gratitude to those who voted, but also a tactful way to highlight the win,” says owner Dr. Scott Mann.
PATIENT EDUCATION
Fright Night
To avoid a real-life Halloween horror story — being blinded by a costume accessory — the American Academy of Ophthalmology is warning the public against costume contact lenses bought without a prescription. “These illegally sold lenses may not be sterile and can cause a host of serious eye problems capable of morphing a fun Halloween night into a nightmare,” the academy says. Spread the word.